161686 20251017144554.0 doi 10.1080/10447318.2025.2506015 sideral 144355 ART-2025-144355 eng Guinalíu, Miguel Universidad de Zaragoza (orcid)0000-0002-1456-4726 Adopting Bitcoin in Retail Payments: An Empirical Analysis Using an Extended UTAUT Model 2025 Access copy available to the general public Unrestricted In recent years, technological advancements have significantly transformed the financial and business sectors. These innovations have introduced new payment methods, reshaping consumer perceptions of money and influencing their payment behaviors. Among these innovations, cryptocurrencies—particularly Bitcoin—have emerged as novel alternatives with strong growth potential in retail and consumer services. This study investigates the factors influencing Bitcoin adoption by extending the Unified Theory of Acceptance and Use of Technology (UTAUT) model. The extension includes users’ predisposition to adopt new technologies, their risk acceptance, and the moderating role of familiarity. Data were gathered through an online survey from a validated sample of 515 active Bitcoin users, and the findings were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that performance expectancy, social influence, hedonic motivation, and risk predisposition significantly impact the intention to use Bitcoin, with familiarity as a partial moderator. The study offers practical insights for companies and retailers integrating cryptocurrency payments. info:eu-repo/grantAgreement/ES/DGA/S20-23R info:eu-repo/semantics/embargoedAccess by-nc-nd https://creativecommons.org/licenses/by-nc-nd/4.0/deed.es info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Liébana-Cabanillas, Francisco Jordán, Pau Universidad de Zaragoza (orcid)0000-0002-2095-7219 4012 650 Universidad de Zaragoza Dpto. Direcc.Organiza.Empresas Área Organización de Empresas 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados (2025), [18 pp.] Int. j. hum.-comput. interact. INTERNATIONAL JOURNAL OF HUMAN-COMPUTER INTERACTION 1044-7318 533416 http://zaguan.unizar.es/record/161686/files/texto_completo.pdf Postprint info:eu-repo/date/embargoEnd/2026-06-13 1315582 http://zaguan.unizar.es/record/161686/files/texto_completo.jpg?subformat=icon icon Postprint info:eu-repo/date/embargoEnd/2026-06-13 oai:zaguan.unizar.es:161686 articulos driver 2025-10-17-14:12:38 ARTICLE